Asia Pacific is the largest region for laundry care globally but still lags behind significantly in terms of per capita spending. This is due to low disposable income per capita and washing machines penetration rates from the developing countries. Within a diverse landscape, laundry care products show promising growth as consumers from developing countries own their first laundry appliance, while more affluent consumers look for other complementary laundry care products.
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Despite being the largest and fastest growing region in 2018, Asia Pacific continues to fall behind in terms of per capita spending on laundry care products due to relatively lower disposable income per capita and penetration rates of laundry appliances. This provides immense opportunities as the region continues to undergo rapid economic development and growth.
Growing urbanisation rates, female participation in workforces, increasing disposable incomes and rising living standards are just some of the main driving factors for demand and growth of laundry care products.
Despite traditional grocery retailers being the prominent channel for most developing Asian countries, the rise of modern and internet retailers have led to increased accessibility and convenience for consumers to purchase household products.
Market consolidation increased gradually over the review period 2013-2018, where leading brands engage in aggressive expansion strategies as they constantly launch new product variants and run regular promotional campaigns within modern retail channels.
Due to the expansion of modern grocery retailers and internet retailing, manufacturers have new space and platforms for their marketing and distribution activities. These new platforms become key areas for consumers’ education and engagement.